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Longitudinal Market Research

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Longitudinal Market Research

Longitudinal market research, or simply longitudinal research, is most commonly used when there is a requirement for continual monitoring of a fixed sample of a population. Commonly the technique is referred to as a longitudinal study.

One type of Longitudinal study which is particularly good at observing changes over a long period of time, as they observe the same group of individuals -  called a cohort - throughout their lives is a 'Cohort Study'. The cohort will normally share experience of a particular event (often birth between a specific time period).

Panel studies select a wider-cross section of society and survey them regularly. Retrospective studies are another form of longitudinal study - researcher might look back in time to see if there is a trend in the age of death, for instance, and whether that age is increasing or decreasing over time.

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